Marketwired Blog

How to communicate with emerging markets



Before Russia gained notoriety because Sarah Palin claimed she could see it from her Alaskan home, it was part of an economic powerhouse known as the BRIC, or Brazil, Russia, India and China.  In 2003, Goldman Sachs reported that, combined, the BRIC could be larger than the United States and the developed economies of Europe within 40 years.  Speaking of Europe, an even more recent buzz term is EMEA, which stands for Europe, Middle East, Africa.  Most large, global multinational companies have EMEA regional offices and, similar to the BRIC, have an interest in distributing news to these markets. 

Distributing and sharing news to each of the countries represented in the BRIC or EMEA can present different opportunities, challenges and rewards. As they grow individually or within their respective groups, the importance of including these and other developing nations in our communications efforts – whether it’s delivering a pitch or sending a press release — has never been more important.  Here’s how to tailor your communications goals to emerging markets:

  1. Think local.  In real estate, it’s location, location, location.  In pitching news, think local, local, local.  When pitching your news in emerging markets, the local angle is must.  Be creative and think beyond the obvious.  Would you pitch a story about an American company to a journalist at a small Miami publication? Unless there is some sort of connection, you might get hung up on or deleted. Don’t pitch a story about an Asian company to a reporter in China simply based on the continent the company is in. Find out if there’s a local angle. Is the company Chinese and is it located in that reporter’s geographic coverage area? If not, move on.
  2. Direct pitching. Marketwire’s proprietary media management tool, Mediahub, has close to one million media contacts around the world, which you can tap into to manage your international media contacts and interact with them directly.
  3. Understand the cultural nuances.  In many Asian countries, for instance, name order is reversed.  Calling Ms. Li Wei “Ms. Wei” is like calling Mr. John Smith “Mr. John.”  You sound a bit silly and stick out like a sore thumb. In Latin American countries, people are used to greeting each other with a kiss on each side of their faces. In Japan, bowing is a known form of greeting. But, did you know that the lower you bow, the more respect you’re showing the other person? Each country has its own cultural nuances. Understanding these nuances, especially when dealing with members of foreign media, could have an impact on how you interact with them or the relationships you want to establish.
  4. Be sensitive to cultural differences.  A little Wikipedia or Google research can go a long way in getting to know the cultures of unknown foreign countries – even if you’re just scraping the tip of the iceberg.  Assuming that traditions, languages, foods or religions are generally the same throughout a geographic area can be downright offensive.  The result may be that you confuse someone who is Canadian as American or that you speak Chinese to a Japanese person.  In many cases, neighbors don’t share the same heritage, religion or even language.  In business communications, this is even more crucial. If you send a Spanish-language press release to, say, a Brazilian publication, you’ve not only wasted your time — Brazilians speak Portuguese – but you may have also offended an entire newsroom.
  5. When in Rome, do as the Romans.  Don’t assume that just because something is widely accepted in the US, it’s also mainstream in other countries.  Couples don’t hold hands in public in the United Arab Emirates.  Pork is considered “unclean” in Arab countries, while Argentineans are serious about their beef.  It is illegal to advertise alcoholic beverages in India.  So, when in a foreign country, assume status quo by adopting its rituals and customs in order to blend in, avoid embarrassment and respect the culture.

Still unsure about how to communicate with distant lands? Don’t sweat it—Marketwire has all your translation and distribution needs covered.  Marketwire has offices around the world, including Brazil, Shanghai, Philippines and London, offering national, regional and global circuits to meet your communication needs virtually anywhere in the world.

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  • Lpan

    Wonderful article!!! Bravo~~

  • Miriamch

    INTERESTING ARTICLE, I LOVE THE WAY YOU ADDRESS THE DIFFERENCES BETWEEN CULTURES.

  • Yaguero

    Great article very informative.thanks!

  • juan david nieto

    everyone is different, just as all cultures are different from each other, is indispensable in the present and most of us who are managers, know how to deal with different cultures. I know of several businesses that do not know the other culture with whom they do business, end up losing. For all the above is very important a tool as useful as Marketwire, this tool helps to know and to communicate with other cultures, provide me everything I know about other cultures

  • juan david nieto

    everyone is different, just as all cultures are different from each other, is indispensable in the present and most of us who are managers, know how to deal with different cultures. I know of several businesses that do not know the other culture with whom they do business, end up losing. For all the above is very important a tool as useful as Marketwire, this tool helps to know and to communicate with other cultures, provide me everything I know about other cultures

  • Johan

    Great post! I enjoyed very much reading it.
    However, please allow me to make a small correction. In Latin American countries, people are NOT used to greeting each other with a kiss on each side of their faces.
    In other words, when it comes to Latin America, just think of Canada … women usually greet each other with a kiss on each side of their faces and men usually do the same thing when greeting women. But, RARELY men kiss each other on their faces (it only happens in Argentina – and maybe in nearby countries.)
    Coming back to the subject of the post, when it comes to pitching to other cultures, it is very important to properly make your research and not fall into stereotypes.

  • ANA MAR

    This article is so interesting. It’s true that at any country cultures are so different. At hour to make business is important have account and study all refer it to language, culture, expressions, form to greet, and any important thing for each country have about their believes.
    This is the most important reason for any developed country to invert at countries with a big cultural diversity because the profits are many.
    One of the key indicators of emerging markets investment is followed by consumption, reflecting the behavior of investors and consumers in the domestic economy in aggregate demand, hence, the possibilities that developed countries see at developing countries and their emerging markets are many.

  • ANA MAR

    This article is so interesting. It’s true that at any country cultures are so different. At hour to make business is important have account and study all refer it to language, culture, expressions, form to greet, and any important thing for each country have about their believes.
    This is the most important reason for any developed country to invert at countries with a big cultural diversity because the profits are many.
    One of the key indicators of emerging markets investment is followed by consumption, reflecting the behavior of investors and consumers in the domestic economy in aggregate demand, hence, the possibilities that developed countries see at developing countries and their emerging markets are many.

  • juan david perez

    Today is too important to know the cultures of other countries, and even more when we go to do business with foreigners since at the time of closing a deal can be done with habits that do not know for example because: a meal, a drink, and other .

  • juan david perez

    Today is too important to know the cultures of other countries, and even more when we go to do business with foreigners since at the time of closing a deal can be done with habits that do not know for example because: a meal, a drink, and other .

  • Tamara I Jacobsen

    Its an interesting article, i haven’t thought about the cultural difference and their impact on the web, the behavior online is crucial to close a deal with a foreign person who is completely different from you.
    Traditions, religions, customs, and cultures affect the way you communicate and develop ideas, so when you want to promote a campaign, you need to do a diagnosis and know environmental aspects that can give you success.

  • http://twitter.com/aileenfino aileen fino

    A very good article that talks about how to adapt their communication objectives in emerging markets, and this should be taken into account the following; Think locally, have a direct shot to understand the cultural nuances, we must be sensitive to differences cultural

    One advantage is that Marketwire has offices worldwide, including Brazil, Shanghai, the Philippines and London, which offers national tours, regional and global action to meet your communication needs almost anywhere in the world. And therefore I find it interesting addition to the above and related to the content of the article is that the distribution and exchange news with each of the BRIC countries represented in the EMEA or present different opportunities, challenges and rewards.

  • http://twitter.com/aileenfino aileen fino

    A very good article that talks about how to adapt their communication objectives in emerging markets, and this should be taken into account the following; Think locally, have a direct shot to understand the cultural nuances, we must be sensitive to differences cultural

    One advantage is that Marketwire has offices worldwide, including Brazil, Shanghai, the Philippines and London, which offers national tours, regional and global action to meet your communication needs almost anywhere in the world. And therefore I find it interesting addition to the above and related to the content of the article is that the distribution and exchange news with each of the BRIC countries represented in the EMEA or present different opportunities, challenges and rewards.

  • Lorena

    There many markets in the than still aren

  • Lorena

    There many markets in the than still aren

  • Elianaiguaran

    to have communication with other countries, including for marketing and promoting our products, it is important to know the culture and way of thinking within each country, and in this way have a proper communication and avoid mistakes due to ignorance, because each country has with a different culture and what is permitted or accepted in a country can be negative or wrong in another.
    For communication to occur properly, there should be a detailed study of each of the countries to achieve the desired objectives.

  • Diana Robles

    We can never escape the expression

  • Diana Robles

    We can never escape the expression

  • Marcela Angarita

    The Internet is a global tool communications globalization, however, according to the article, there isn

  • Marcela Angarita

    The Internet is a global tool communications globalization, however, according to the article, there isn

  • Aileen Abella

    Thanks for the feedback.
    Please note that BRIC is not an organization, as you mention in your comment.
    Think “local, local, local” is an expression used in the article to set the mindset for “pitching news.” When pitching your news release to a journalist, find the local angle.

  • Aileen Abella

    Thanks for the feedback. I think because these are “emerging” markets, they are not as readily targeted for corporate communications.

  • Aileen Abella

    Thanks for further reiterating the key points. Your feedback is greatly appreciated.

  • Aileen Abella

    Thanks for sharing your feedback, Aileen. Great name, by the way!

  • Aileen Abella

    Thanks for making that observation, Johan. That was changed during the editing process. It was just an example for reference, but of course, there are exceptions to every thing. Being Latin myself, I know there are times when a hand shake is the best greeting.

  • Aileen Abella

    Thanks for posting your comment!

  • Aileen Abella

    Good case in point about businesses not understanding each other…

  • Anna l

    it’s a very interesting article, because if you want to have a good communication and to make any kind of bussines it is very important to understand the culture, customs and the very history of any country, where it has their own cultural hues, which has to be understood and respected by any person that wishes to settle a relationship or business.
    To have a better communication, it is important to understand the culture of the unknown countries and comprehend that even if the countries are close together, they always will have substantial differences that will make the unique.

  • Estefan

    The paper shows how the countries belonging to BRIC could be much more developed han the United States in 40 years, it is because they have developed a good organization about communication between neighboring countries. In my opinion, is very important, according to article, know about how to tailor your communications goals to emerging markets, because any kind of statement is important in whatever level; local, national and international level. One of the most important paper points, is to be creative, try to give more information, you have a lot of communications tools to give clear and accurate news. Marketwire for example, is one of most important tools, if you want to give a direct pitching. However is important to know about different cultures around world, you can

  • Diegomarquez

    In this new global economy we are living, enter emerging markets is very important, because this way we can expand our business and how we communicate to do so. This is important for the media and the way we do, every country has a different culture, in the form of consumer behavior and other aspects that should always be studying when we penetrate into foreign countries. Each country has its own form of advertising and to prohibit certain things. That is why the internet as a communication medium plays an important factor, since it allows us to know one way or another, customs, rituals, cultures, forms of advertising and other aspects that we know of that country, trying to get their language and penetrate this market efficiently.

  • Johncanon447

    we see that the article meant us, that there must be very careful when you want to communicate or make known something in a different country that you know, for this Marketwire gives the possibility of having this service and advise you for better presence and to reach and communicate better in other markets around the world, no matter what the countries are contiguous and caution should be noted each cultural part of each site, the Internet does little to explore parts of the world but never show us how to enter that market and how we communicate with those cultures. why should seek advice as it has given the difentes Marketwire locations worldwide and will give us the support and assistance for global communication.

  • Juligonzalezc

    The emerging markets are using even more internet and it introduces them to a globalized world. The tools for identifying cultures of other countries are within our reach. It is important to develop this knowledge, to interact with others, conduct business and build friendships. Therefore, it is important that countries emerging should develop their communication objectives,
    to expand more to other countries and to know how to close a deal on the web.

  • CSuar

    This article is a perfect breakdown of a reoccurring theme in business. When it comes to international business it’s all about understanding a variety of cultures and appreciating diversity. Communication is key, and when working with others across the globe it’s imperative to not only speak the language but be informed of the culture, customs and history.